In a groundbreaking move, Versace, renowned for its celebrity collaborations, has set its sights on the world of K-pop. The luxury Italian fashion house has chosen Hyunjin, a prominent member of the boy band Stray Kids, as its new global brand ambassador. This exciting partnership marks Versace's first foray into the South Korean music phenomenon that has captured the attention of the fashion and luxury industries worldwide.
Hyunjin, with a staggering social media following of 72.3 million fans, will kickstart his role by headlining Versace's highly anticipated Holiday 2023 campaign, featuring captivating images and videos slated for release in November. Donatella Versace, the brand's chief creative officer, expressed her delight in welcoming Hyunjin into the Versace family, praising his fresh energy, creativity, confidence, and freedom of expression. She believes he epitomizes the true essence of a Versace man.
Donatella Versace has long been celebrated for her ability to cultivate relationships with celebrities, recently collaborating with Dua Lipa for the codesigned "La Vacanza" cruise collection unveiled at Cannes last May. With Hyunjin joining the ranks of global ambassadors like Chinese singer, actress, and model Chris Lee, who fronted the Versace Icons campaign alongside Anne Hathaway, Versace continues to solidify its star-studded connections.
Thrilled about his new role, Hyunjin expressed his excitement about embarking on his Versace journey as a global ambassador and creating beautiful moments together. He acknowledged the honor of contributing to Versace's rich heritage and shared his anticipation for the artistic synergy he will experience alongside Donatella.
In a tantalizing teaser to Thursday's announcement, Hyunjin attended Versace's "La Vacanza" fashion show, where he mingled with notable guests such as American rapper Future, actress Simone Ashley, and singer Troye Sivan. Moreover, he graced the opening of a Versace pop-up in Seoul, adding to the buzz surrounding his collaboration with the iconic brand.
Beyond his role as a global ambassador for Versace, Hyunjin is a prominent member of the eight-member K-pop sensation, Stray Kids. Formed in 2017 through a reality show by JYP Entertainment, the group has garnered significant success, including platinum and million-selling studio albums. Stray Kids' immense popularity continues to soar, with their latest album, "5-Star," and a highly anticipated upcoming tour, including performances at Lollapalooza in Paris and the Global Citizen Festival in New York.
The influence of K-pop on the global luxury market has become increasingly evident in recent years. Cartier recently named K-pop superstar Kim Taehyung, also known as V from BTS, as its newest global brand ambassador. Loewe secured NCT's Taeyong as a global brand ambassador for its upcoming spring 2024 men's show at Paris Fashion Week. Prada enlisted all seven members of Enhypen as brand ambassadors, while Dior appointed BTS member Jimin as a global ambassador. Additionally, Valentino and Givenchy proudly announced BTS members Suga and Taeyang, respectively, as their brand ambassadors.
South Korea's luxury market has experienced remarkable growth, particularly after the pandemic. Euromonitor projects an 8 percent year-on-year increase in luxury retail value sales, reaching 19.4 trillion South Korean won (approximately $15 billion) in 2022.
As Versace ventures into the captivating world of K-pop through their collaboration with Hyunjin, the fashion industry eagerly awaits the exciting fusion of Italian luxury and South Korean music, promising a dynamic partnership that will captivate hearts and set new trends on a global scale.
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